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52 Million US Viewers Watch Original Digital Video Each Month
by Jack Loechner, Wednesday, July 16, 2014 6:45 AM
According to the “2014 Original Digital Video Study” from the Interactive Advertising Bureau (IAB), produced by GfK, Americans are increasingly embracing original digital video
programming, preferring that type of content to news, sports and daytime programming on television, and like it almost as much as they do primetime TV. The research reveals that 22% of
American adults watch original digital video each month, bringing the audience to 52 million per month. This represents a 15% increase from 45 million per month, reported in 2013. The report
shows that this programming is perceived as more innovative, edgy, unique and mobile in comparison to regular TV. Moreover, compared with a year ago, these aspects are cited almost three times more
often for what is liked better about original digital video over typical primetime TV by monthly viewers of both. The study reports on respondents who reported watching streaming video monthly
with the video types defined as follows:
- TV Online: Network TV shows online such as Pretty Little Liars, The Walking Dead, Colbert Report or those found on
sites like ABC.com or Hulu.com
- Amateur: (“amateur online video” defined as): created by regular people and looks and feels like it is home made. (e.g. baby videos or funny
cat videos)
- Original Digital Video: professionally produced video only for online distribution and viewing (not TV). The creators of this kind of video content include media
companies, online-only companies, or YouTube’s Original Channels
Flexibility of viewing is cited as the top driver for watching “made for digital” content (41%) and
is considered a key reason for logging onto digital rather than tuning into traditional television shows. The ability to watch “anytime, anywhere” is reflected by a sharp increase in the
mobile viewing of original digital video. Smartphones (46%) and tablets (41%) are now being used to view this sort of programming at levels almost twice those of a year ago, says the report.
In addition, 48% use internet-connected TVs to watch original digital video, creating a similar viewing environment to TV, also nearly double the rate in 2013. Sizing the Market Among the
General Population
- Younger adults 18-34 (39%) and males (25%) report significantly higher Original Digital Video monthly+ viewing levels
- A rough estimate is that about 52
million American adults view Original Digital Video each month (22% of 238.4M US adults)
Use of Streaming Video Types (2014; Adults 18+)
Video TypeUseTV OnlineAmateurOriginal Digital Video Ever 36% 39% 31% At least
monthly 28 31 22 18-34 (49%) (51%)
(39%) At least weekly 27 20 12 Daily 7
6 12 Never 62 60 68
Source: IAB,
April 2014 Randall Rothenberg, President and CEO, IAB, notes that “… original digital programming… captured the attention of
consumers across the country… thundering applause from ‘standing-room-only’ audiences of media buyers and marketers at… NewFronts presentation… underscores the
importance of this innovative medium to advertisers… “ The study also highlights how viewing habits for original digital video strongly differs from traditional television, says
the report:
- More than half of monthly original digital video users report their viewing of the medium is unplanned, compared with only about one quarter of those that watch TV online
and regular primetime television viewers
- Across television dayparts and categories, there has been a significant decline in planned viewing with patterns becoming more similar to how
consumers approach original digital viewing
- Social media sites are playing a larger role in the discovery of original digital programming
- Original digital video viewers conduct
more social media activities related to the shows they watch online (52%) than they do for primetime TV (38%)
- In in-depth focus groups with viewers, participants said that original digital
video is more typically consumed solo and in shorter durations
Sherrill Mane, Senior Vice President, Research, Analytics and Measurement, IAB, concludes that “… this
consumer enthusiasm… translate into increased ad dollars… into original digital video… distinct differences between original video content on digital versus traditional
television…” To
view the complete report with detailed charts and data on TV viewing and
demographics (recommended), please visit here.